What are the essentials of an effective content strategy?

Our review of a recent Logitech content strategist job description illustrating 8 requirements for a solid content strategy

Value: [rating=3]

Our commentary: Developing and refining content strategy will be an important part of improving digital marketing strategy for many organisations in 2011.

This job description for a content strategist in a large company helps show us the key aspects of content strategy.

Marketing implications: The requirements for this job summarises the essence of a sound content strategy:

• 1. Senior management must understand the importance of content strategy to invest in good quality resources with high-profile roles
• 2. Content must be of exceptional quality to be most effective - the job descriptions says: "useful, compelling and meaningful"
• 3. Involves a strategy for syndication - not limited to companies own site
• 4. Blends improving customer experience, customer engagement and SEO
• 5. Requires an editorial calendar to manage creation of content
• 6. Content quality improved through a continuous process applying analytics and customer satisfaction
• 7. Integrates copywriting, web platform design and implementation, marketing communications, PR and SEO resources or teams
• 8. Supports goals and essence of company brand

If you look at the details of the role, it's not that senior involving "Occasionally writing or editing content "€“ particularly metadata [ouch], titles, alt text and edit general content to optimize for natural search, but does report into the global web marketing director.

Recommended links: example of content strategist job description below

Another good example of content strategy responsibilities.

For when this link is no longer live, here is the full description for reference:

Content strategist responsibilities

"€¢ Drive the development and organization of content that is useful, compelling and meaningful "€“ directly on logitech.com and indirectly through distributed content
"€¢ Create user flows, information hierarchies, wireframes and content strategy for Logitech.com in support of campaigns, product launches and ongoing improvement
"€¢ Determine content requirements for logitech.com, inventory existing content, identify gaps, evaluate possible sources for additional material, and manage the process of getting that content into production
"€¢ Creatively look for opportunities to improve content, consumer experience and SEO performance
"€¢ Manage the Logitech.com editorial calendar to proactively keep content useful and up to date
"€¢ Use analytics, consumer and usability testing and business requirements to help improve the experience and the content of Logitech.com in the long and short term
"€¢ Work with the web, writing, PR and marcomm teams to determine the most effective ways to support campaigns and product launches on the web
"€¢ Lead projects that make our web and component communication more intuitive and useful to consumers and internal partners
"€¢ Work with brand architecture and terminology to guide the effective organization of products and activities on Logitech.com
"€¢ Drive the architecture of and improvements to the internal product content management system (worldwide product database# to fit the needs of the organization
"€¢ Occasionally write or edit content "€“ particularly metadata, titles, alt text and edit general content to optimize for natural search

Content strategist requirements

"€¢ 4-year college degree in a relevant field required, Masters degree preferred
"€¢ 5-7 years of experience in an information architecture role, with 2-3 years working on complex web sites
"€¢ 2-3 years of experience being directly responsible for content strategy on a dynamic, complex or ever-evolving website
"€¢ Experience with web content management systems, component content management systems #DITA or otherwise# and authoring systems #XML or other#
"€¢ Strong strategic, analytical skills with a solid ability to articulate information requirements clearly
"€¢ A creative and collaborative approach that elevates the creative and communication opportunities "€“ rather than straight analysis
"€¢ Expertise in content strategy "€“ including strong experience in SEO and keyword analysis as well as planning flexible approaches to keep content accurate and fresh
"€¢ Accomplishments in the effective use of syndication #in and out) and user generated content as well as working collaboratively with writers and designers
"€¢ The ability to be measured by hard metrics "€“ views, time on site, consumer feedback "€“ as well as soft metrics "€“ support of the brand vision and architecture, consumer perception
"€¢ Demonstrated ability to visualize and communicate complex information using Microsoft Visio or similar software
"€¢ Deep experience with all levels of UX strategy and testing "€“ but the ability to act quickly on consumer insights and best practices
"€¢ Solid work ethic, ability to perform under pressure, meet deadlines, prioritize and deliver multiple tasks on time
"€¢ Willing to learn and contribute to a strong team environment
"€¢ Enthusiastic about the products and the possibilities of Logitech
Other Information
Logitech knows the value of strategic communication and content and now we"€™re expanding our team to make the most of it. The global marketing team needs an expert who is ready to add his or her brain, talent and creativity to the cause of making our content work smarter, harder and around the globe. This is an opportunity for an IA/content strategy professional to put both strategy and executional excellence into practice every day and make an immediate and visible impact on the efficacy of a global organization.

This role reports directly into the Global Director of Writing and Brand Architecture, with a direct and ongoing relationship with the Director of Global Web Marketing.